Get Closer, Go Deeper >> The Power of Need Granularity
Charlie Munger said, “Whoever gets closest to their customers wins.” But what does close actually mean?
Getting close to your customers starts with being the best at understanding their needs at the deepest level. When you have the clearest understanding, you win.
Many organizations obsess about what is obvious at the surface level:
? “Our product solves X problem.”
? “Our service is faster/cheaper/better.”
But customers don’t just buy products; they buy solutions to human needs.
Maslow’s hierarchy reminds us that people have layers—security, belonging, self-actualization. The companies that win trust, loyalty, and advocacy don’t just address the functional need; they connect with the emotional and aspirational needs underneath.
? A security software company isn’t just selling cybersecurity—it’s selling peace of mind.
? A consulting firm isn’t just providing strategy—it’s selling confidence and clarity.
? A fitness app isn’t just tracking workouts—it’s selling self-improvement and belonging.
The closer you get to understanding the real why behind customer decisions, the more trust you build. The more trust you build, the deeper the loyalty. And the deeper the loyalty, the more advocacy you earn.
The game involves more than just solving the problem you were expected to solve. You need to develop a deep understanding of the customer needs behind the problem.
The winners do it better than anyone else.
How deep do you go with your customers? Don't be shy >> Let’s discuss. ??
Product Leadership Coach, Executive Coach, Leadership Coach, Author, Speaker
1 周And this is what I keep finding in all my coaching conversations, too. Almost all the avoiding behaviors ultimately go back to protecting dignity, belonging or safety. And there are deep desires to connect, play, be creative, feel seen and appreciated, etc... It's just all very human.
Solution Director at ePlus inc.
1 周This is spot on. The flood of AI-generated content in 2025 will make strategic AI adoption the real differentiator. Companies that partner with experienced AI advisors won’t just create more—they’ll connect more, personalize better, and move faster. The real competitive edge isn’t AI itself, but how well you wield it.
A Leading Voice in Conscious Listening | Transforming Leaders & Sales Teams | Turning Communication into Connection & Trust into Impact ?? | Keynote Speaker ?? | 2X Best-Selling Author
1 周I love this, it is the core reason people are in business. "Many organizations obsess about what is obvious at the surface level: ? “Our product solves X problem.” ? “Our service is faster/cheaper/better.” But customers don’t just buy products; they buy solutions to human needs." I would also add this statement I learned "People buy on emotion and justify it logically!"
Connecting CEO's to Build Power Peer Groups | Vistage Chair | Executive Coach and Mentor | Strategic Compassionate Leader
1 周You win by understanding not just what customers need but why they need it. Go deeper.
Truly spot-on, Sean! And how many times are conversations to get to this level "missing conversations?" A powerful exercise may be to convene a lot of smart people who work together in a room, share these insights and then ask: Are there conversations we could be having - in order to obtain these insights and build these relationships - that we historically have not had? If so, what are those conversations? Who should lead them? Who should participate in them? What would be the best context to set for those conversations? What would be the optimal mood space to be in for these? To me, that could be a really productive 60 minutes! Thanks for sharing this, Sean!